Say what you do — here are 10 things to let your clients know that you may not have thought of
The saying goes that the best car salesman can get you excited about the fact the
vehicle you're looking at has four wheels.
You're probably not a salesperson, but there is marketing and sales potential in
many of the things you do every day. All you have to do is recognize what
they are and then communicate them to clients and potential clients.
There are a couple good reasons to blow your own horn this way. Something
may be routine or workaday to you, but if you told your clients about it, they would
probably be impressed. But also, communicating often, about almost anything,
accomplishes getting your name in front of people you want to hire you. Then
when they want to order an appraisal you are what's called "front of mind."
Here are 10 ideas for things you can shoot a quick e-mail or phone call off about
that you might not have thought of.
1. Taken any CE lately? Probably. Why keep it
to yourself? So and so from your office recently completed 15 credit hours
of education on Sales Comparison Valuation of Small Mixed Use Properties.
It may make you -- or whoever took the class -- yawn, but let your client know.
There's marketing value in demonstrating that you keep up your education to better
2. Hired any help? Definitely don't pass up the opportunity
to shoot off a "so and so recently joined our office" announcement.
If you're hiring, that means you're busy and profitable. It also means you
have the ability to serve your clients better.
3. Upgraded to WinTOTAL Aurora? Use that. Our office
recently upgraded to version 6.0 of the industry's leading formfilling and appraisal
management software. It shows you invest in and take your technology seriously.
Do this with any significant change in technology, like new servers.
4. Recently renewed your license? A short e-mail announcing
this may seem pretty unexciting, but it tells clients you're in good standing and
keeping up with your regulatory responsibilities. There's a level of trust
in that. And, remember, it gets your name, e-mail, phone and web address in
front of them.
5. Got new forms? Whichever software you use, you may have
access to a new non-mortgage residential form (or a ).
Tell clients, and especially current or potential non-mortgage clients.
6. Changes to your website? Let the people you hope will
visit it know. Our office website has a new look, or six new content pages,
or -- here's a big one -- we now accept payment online for appraisal reports.
7. Covering a new county? You can't pass up the chance to
let clients know. The ones who like using you for Green County may need someone
in Purple County next week and will be delighted to hear you're taking assignments
there now. But if you don't let them know, they'll just hit their Rolodex
as usual, and you won't get that call.
8. You did how many appraisals last month? If this is an
impressive number, then puff out your chest and let clients know. Again, the
value is in showing that you're busy, and a lot of other clients rely on you, just
like they can.
9. Recently developed a book of new business? If you've been
doing more REO appraisals, or relocation appraisals, or divorce appraisals, lately,
then let people know that that's now an important part of your practice. You
never know which of your clients are looking for someone they trust to do different
kinds of assignments for them.
10. Booked a trip to Las Vegas for the third annual a la mode Appraisal
Convention June 18-20; Tell your clients you're investing in becoming more efficient
and productive to serve them better. And offer to put $5 on red for them.
Get and get yourself in front of clients and potential clients almost
without lifting a finger. You'll find professional, pre-written campaigns
announcing a new staff member, informing users about changes to your website, educating
about appraiser standards and qualifications, and more.